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Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
Social Media 101: Joining the conversation
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Social Media 101: Joining the conversation

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Presented to PR Indies on May 5, 2009

Presented to PR Indies on May 5, 2009

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  • Laura:
    Excelent presentation
    My best regards
    Eng. Ramon Lopez
    Venezuela - La Victoria
       Reply 
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  • 1. Social Media 101: <ul><li>Joining the Conversation </li></ul>
  • 2. Where do you start?
  • 3. First: Jump in personally <ul><li>Familiarize yourself with the applications and their unique terminology </li></ul><ul><li>Practice and experiment before you put your corporate image and brand out there </li></ul>
  • 4. Second (or simultaneously): Listen <ul><li>Monitor your company’s name, tagline and key industry phrases to determine goals </li></ul><ul><li>What is being said? How does this relate to your goals? </li></ul><ul><ul><li>Questions? (Customer service) </li></ul></ul><ul><ul><li>Looking for discounts? (Sales) </li></ul></ul><ul><ul><li>Looking for more information? (Product specs, how-to resources) </li></ul></ul><ul><li>Where is it being said? </li></ul><ul><ul><li>Focus your efforts in the social media sites prevalent to your audience </li></ul></ul>
  • 5. Listening tools with notifications Comprehensive option: news, blogs, video, groups Flickr, YouTube, Digg, del.icio.us, Twitter, blogs, news Blog comments Twitter
  • 6. Listening tools through manual search http://search.twitter.com Track names, key words, phrases in Twitter Track people on Twitter by name or category
  • 7. Third: Narrow down your choices <ul><li>Be selective. Based on your research, narrow down your choices. </li></ul><ul><li>Choose one or two social media tools to launch in support of your brand. </li></ul><ul><li>You don’t have to be everywhere, but be present somewhere. </li></ul>
  • 8. Fourth: Engage Your Audience <ul><li>Focus on the human touch </li></ul><ul><li>Let your company’s personality show through </li></ul><ul><li>People connect with people </li></ul>
  • 9. Forrester Research: Six Categories <ul><li>Creators </li></ul><ul><li>Critics </li></ul><ul><li>Collectors </li></ul><ul><li>Joiners </li></ul><ul><li>Spectators </li></ul><ul><li>Inactives </li></ul>Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 10. Creators: 18% on online U.S. adults <ul><li>Publish blogs </li></ul><ul><li>Upload videos </li></ul><ul><li>Upload music </li></ul><ul><li>Write and post online articles </li></ul>Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 11. Discussion: How do you engage Creators? <ul><li>Facebook: Allow and encourage fans to upload their own photos and videos. </li></ul><ul><li>LinkedIn Group: Encourage members to start and lead discussion threads. </li></ul><ul><li>Twitter: If your customer mentions you, follow them. And when appropriate, retweet them. Biggest compliments you can pay. </li></ul><ul><li>Blogs: Comment on their blog entries when they mention you. Ask them to be a guest blogger for your blog. </li></ul><ul><li>YouTube: Consider a YouTube competition and ask for submissions. </li></ul>
  • 12. Critics: 25% on online U.S. adults <ul><li>Post ratings/reviews of products/services </li></ul><ul><li>Comment on blogs and online forums </li></ul><ul><li>Contribute to wikis </li></ul>Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 13. Discussion: How do you engage Critics? <ul><li>Facebook: Upload applications such as “Reviews” and “Poll.” Also encourage testimonials directly on the Wall. Wall postings now can be “liked” or “disliked” by fans. </li></ul><ul><li>LinkedIn Group: Start discussion threads and ask for opinions and feedback from members. </li></ul><ul><li>Twitter: Survey followers. Share results in a follow-up tweet. </li></ul><ul><li>Blogs: Encourage comments. Respond to and thank those that leave comments. </li></ul><ul><li>YouTube: Point your customers to your videos and ask them to “favorite” them. </li></ul>
  • 14. Collectors: 12% on online U.S. adults <ul><li>Use RSS feeds to aggregate information important to them </li></ul><ul><li>Save URLs, add tags or vote for sites on Digg and Del.icio.us </li></ul>Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 15. Discussion: How do you engage Collectors? <ul><li>Facebook: Post relevant content that is fun, entertaining or educational on your Wall, i.e., events, articles, photos, vidoes. </li></ul><ul><li>LinkedIn Group: Share professional or educational resources, i.e., links to industry trend articles, how-to information, unusual ways to use your product or services. </li></ul><ul><li>Twitter: Provide links to valuable resources. Point to resources on your Web site or other external sources that are relevant. </li></ul><ul><li>Blogs: Add a “share this” widget or button to each blog post for easy social bookmarking and tagging. </li></ul><ul><li>YouTube: Encourage sharing of your videos. </li></ul>
  • 16. Joiners: 25% on online U.S. adults <ul><li>Maintain profile(s) on social networking site(s) </li></ul><ul><li>Visit social networking sites </li></ul>Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 17. Discussion: How do you engage Joiners? <ul><li>Get the word out where you are in social media. </li></ul><ul><li>Facebook: Invite your customers to be fans. Let them know your page exists. Post link everywhere, i.e., Web site, business cards, e-mail signature, print literature. </li></ul><ul><li>LinkedIn Group: Ditto. </li></ul><ul><li>Twitter: Ditto. </li></ul><ul><li>Blogs: Ditto. </li></ul><ul><li>YouTube: Ditto. </li></ul>
  • 18. Spectators: 48% on online U.S. adults <ul><li>Read blogs and online forums </li></ul><ul><li>Watch videos </li></ul><ul><li>Listen to podcasts </li></ul><ul><li>Read ratings/reviews </li></ul>Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 19. Discussion: How do you engage Spectators? <ul><li>Like Joiners, let them know where you are in social media. </li></ul><ul><li>Like Collectors, share as much information for them to gawk at as you can. </li></ul><ul><li>Key is frequent, fresh content to keep them coming back for more. </li></ul><ul><li>Let your company’s personality come through. </li></ul><ul><li>Don’t let every message be about you or be a direct sell. Make it meaningful to them. </li></ul>
  • 20. Inactives: 44% on online U.S. adults <ul><li>Keep in mind that some customers cannot be reached in social media — they are not there </li></ul><ul><li>Keep up traditional marketing efforts too </li></ul>Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 21.  
  • 22. Trends and Best Practices <ul><li>Convergence of professional and social </li></ul><ul><li>Building a credible presence in social media </li></ul><ul><li>Acknowledging the conversation where it happens </li></ul><ul><li>Using the name and face of a real person </li></ul><ul><li>Authenticity/transparency </li></ul><ul><li>Regular and frequent updates </li></ul>
  • 23. Successes <ul><li>Facebook </li></ul><ul><ul><li>UW-Stout </li></ul></ul><ul><li>Twitter: </li></ul><ul><ul><li>@delloutlet </li></ul></ul><ul><ul><li>@wholefoods </li></ul></ul><ul><ul><li>@southwestair </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>Turkey Hill Dairy http://icecreamjournal.turkeyhill.com </li></ul></ul><ul><li>YouTube/Video </li></ul><ul><ul><li>BlendTec http://www.willitblend.com </li></ul></ul>
  • 24. Pitfalls <ul><li>Domino’s Pizza </li></ul><ul><li>FedEx </li></ul><ul><li>New hire </li></ul><ul><li>Tips: </li></ul><ul><ul><li>Don’t be afraid of negative comments </li></ul></ul><ul><ul><li>Acknowledge problems where they happen </li></ul></ul><ul><ul><li>Nothing is private </li></ul></ul><ul><ul><li>Incorporate SM into your crisis communications plan </li></ul></ul>
  • 25. Other social media sites and resources <ul><li>Flickr </li></ul><ul><li>Digg </li></ul><ul><li>del.icio.us </li></ul><ul><li>Library Thing </li></ul><ul><li>Slideshare </li></ul><ul><li>Twitterfeed </li></ul><ul><li>Add This </li></ul><ul><li>Share This </li></ul><ul><li>Twit This </li></ul>
  • 26. Contact Laura Short University Relations Specialist [email_address] http://twitter.com/laurashort http://digg.com/users/shortdigs/history http://www.linkedin.com/in/laurashort

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